The Institute of Practitioners in Advertising (IPA) has launched a competition for young people taking part in the industry’s nationwide careers open day Advertising Unlocked, to produce a real-world ad campaign that will feature on Snapchat early next year.
The institute’s competition is said to ’embody and expand’ upon the aim of the Advertising Unlocked scheme, to raise awareness and passion for a potential career in advertising.
This year, the initiative will see 2,000 state school children aged 13 to 18 years old attend 75 agencies throughout November.
To win the chance to be featured on the social media app Snapchat, participants must tackle the environmental issue of litter dropping in the UK which is reportedly on the rise post lockdown.
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“Thanks to this incredible opportunity from Snapchat, we will be able to further spark these school children’s creativity and hopefully enthusiasm for a future career in our business, whilst simultaneously helping to solve a societal problem,” IPA president Julian Douglas said.
“This is more than just an exercise, the kids will be able to work on a real-life brief, tackling a real-world problem, and will see it rolled out in real-life across a dynamic platform.
“Given Snap’s core 13-18-year-old user base, they make the ideal media partner for this project. I commend all those agencies opening their doors to school children as part of Advertising Unlocked and send my best of luck to all the children taking part in this competition.”
The work will be judged by a panel of industry experts and will roll out on the platform in 2023 thanks to Snapchat providing free media space on their platform to support the anti-littering initiative.
Snap Inc UK general manager, Ed Couchman, added: “Digital technology, especially Augmented Reality, have huge potential to help both tackle and raise awareness for important societal issues. It’s a pleasure to partner with the IPA to inspire the future minds of our industry.
“We can’t wait to see the creativity from the next generation of advertising talent and see the winning campaign come to life for the Snapchat community.”
